Case Studies: Inverclyde, Scotland

We arrived in Inverclyde for Round 2 of the P1 SuperStock UK series and the opening round of UK AquaX in June 2017 and the action on the water helped the area achieve it's goals.

HOST VENUE, PROFILE, AUDIENCE,
ECONOMIC IMPACT, TOURISM,
REPOSITIONING / REIMAGING

OBJECTIVES

Stage, promote and activate the P1 Scottish Grand Prix of the Sea in Greenock to achieve the following:

  • Raise the profile of the Inverclyde region in support of its regeneration, repositioning and reimaging programme
  • Generate significant spectator numbers (at least 20,000) over the two days of the event to stimulate the local economy
  • Use the P1 race weekend and its international TV coverage to showcase the area’s unique geography and maritime heritage, positioning Inverclyde to attract visitors and new businesses, create jobs and encourage investors – a great place to live, work and visit
  • Support Inverclyde’s aim of becoming ‘the marine leisure capital of Scotland’

OUTCOME

A detailed event impact report produced after the race weekend established that:

  • The event attendance across the two days was just over 30,000
  • The combined economic impact and media value was £2.6m
  • The total spectator impact from travelling spectators staying overnight and the economic stimulus from day visitors exceeded £540,000
  • TV coverage of the race event was broadcast in more than 150 countries on leading sports networks including Sky Sports and Fox Sports
  • More than 50% of spectators were new visitors
  • 36% attended the event on both days
  • 25% were from outside the Inverclyde area
  • Over 700 bed nights were secured for regional accommodation providers
  • 80% rated the Grand Prix of the Sea event either “very good” or “good”
  • Free entry, the location and the P1 racing were the main reasons for attending
  • Visiting spectators contributed to increased levels of consumer spending in the local community, including food and beverage sales, retail sales, accommodation and associated travel. It is envisaged that the area will enjoy a tourism boost beyond the event itself with additional tourism visits for a period of a year or more afterwards prompted by the national and international media exposure.

ACTIVATION

  • A diverse range of local commercial partners helped to promote awareness of the race event and local businesses took part in an innovative ‘trade showcase’ with exhibition stands and marquees, demonstrating that the P1 Grand Prix of the Sea is more than just a marine motorsport event
  • P1 devised a marketing strategy to generate event awareness and understanding and to enhance the profile of the host venue and sponsors
  • A comprehensive marketing campaign aimed at the key target audiences of families, marine enthusiasts and schools focused on driving footfall
  • Engagement activity included a special media day, powerboat experience rides, school visits and an Eve of Grand Prix civic reception
  • An imaginative PR stunt just prior to the Greenock race weekend saw P1 join forces with Ladbrokes to deliver the Ladbrokes Premiership trophy to new champions Celtic in great style on board a P1 race boat, with a specially commissioned Ladbrokes powerboat taking the trophy through Glasgow along the River Clyde as part of its journey to Celtic’s stadium for the final match of the season
  • Distribution of event leaflets via multiple local channels and at P1 events
  • Promotional flags and banners in the area six weeks prior to the race event
  • Print advertising across selected local and national publications
  • Cinema advertising at local venues reaching over 30,000 people in the three months leading up to the race weekend
  • Billboard advertising on main roads into Inverclyde for a two month period
  • Radio advertising campaign with local stations using a 30-second commercial
  • Major digital media campaign using the P1 Twitter, Facebook and Instagram channels together with the P1 websites

“As co-hosts with Riverside Inverclyde, we were delighted to bring the P1 event to Scotland. Having such a high-profile powerboat and jet ski racing event taking place on the iconic River Clyde here in Greenock, and with Scotland’s Boat Show being held at one of Inverclyde’s marinas, are very important in enabling us to market Inverclyde across the UK as the marine leisure capital of Scotland.”

Martin Brennan, Inverclyde Council Provost

P1 Superstock - Grand Prix of the Seas. Powerboat Racing at its best!